IT Channel Insider - July/August 2021

IT Channel Insider - July/August 2021

IT CHANNEL INS IDER July/August 2021 | Volume 5

Why Jon Murchison And Blackpoint Cyber Partnered With Robin

Top 10 Critical Lessons Learned From Running A Large Hybrid Event

Page 3

Robins To Grow FAST

How To Know When A Prospect Is Playing You For A Fool Page 7

Page 4

2021 IT Sales and Marketing Boot Camp Recap

Page 6

A Big Red Media Production

Letter From The Editor

Upcoming Channel Events

The enthusiasm for live events in the MSP channel is conta- gious. Starting with our big annual IT Sales & Marketing Boot Camp (summary on page 6) and continuing on with weekly events in the channel just a few months later, everyone is done with virtual events, right? Summer 2021 is here! Everyone is vaccinated! Virtual events are DEAD! Bring on LIVE events!

Producers Club Meetings

When: Q3 - July 15–17, 2021 Q4 - Oct. 7–9, 2021 Where: Cool Springs Marriott, Franklin, TN RobinsProducersClub.com

The Digital Marketing Blueprint For IT Services Sales

When & Where: Sept. 8–9, 2021 | Washington, D.C.

Not so fast! While it’s common knowledge that nearly every IT channel company would prefer a live event over a virtual one, the facts point straight to virtual and hybrid (live + virtual) events being

Sept. 28–29, 2021| Dallas, TX Oct. 21–22, 2021| Newark, NJ Oct. 28–29, 2021| Chicago, IL Nov. 2–3, 2021| Las Vegas, NV (Plus Virtual) ITMarketingRoadshow.com

here to stay forever. Case in point – Our recent annual Cybersecurity Livecast event (100% virtual) was filled with nearly 2,000 MSPs for a full day and night of great content, demos and fun. And

even later this Fall, I can assure you that every large channel event is not only going to have a virtual component, but most likely the virtual attendance will at least double, if not triple the overall attendees at that event. We have opened up a Pandora’s box of virtual attendance that’s not going to go away anytime soon. Nor should it. The chal-

dattoCon When: Oct. 11–14, 2021 DattoCon.com

ConnectIT When: Oct. 19–22, 2021 ConnectIT.com

lenge for every channel company is how to capitalize on these virtual attendees to grow your channel program even faster.

ITNation Connect When: Nov. 10-12, 2021 connectwise.com/theitnation/connect-na

Live events are certainly back (finally!), but I guarantee they’ll never be the same again. Don’t be foolish and miss that extra opportunity.

Jeff Johnson Executive Director, Big Red Media

For a complete list of channel events, visit MSPSuccessMagazine.com/channel-events

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Big Red Media | A Robin Robins Company

After turning our 2,000-plus attendee annual Boot Camp into a successful hy- brid event, we learned so many valuable lessons. Use our top 10 lessons to ensure your next hybrid event is flawless. 1. ENGAGEMENT is priority one. A passive livestream will not cut it. Your staff needs to be ac- tive in the chats to attract attendee comments and questions. 2. NEVER have ‘dead airtime.’ Your audience paid good money to attend virtually and needs to be educated and engaged every minute. After our main pre- sentations, we immediately cut over to the “Jeff & Mike Show,” where they interviewed MSPs, answered audience questions, and even ran contests. Between sessions is also the perfect opportu- nity to feature sponsor commercials. 3. ALWAYS have a customer service team DEDICATED to the virtual attendees. Virtual attendees are too often neglected. Depending on the size of your event, you’ll need multiple people managing chat and fielding questions from virtual attendees. 4. ALWAYS have a team member ac- tively LOOKING for any ‘Un-Wows’ on the virtual side. At Boot Camp, Robin (inadvertently) wore this important hat. When not presenting, she would jump on the platform and scru- tinize everything : chat. Sponsor booths. Video quality. The more you have someone take this role, the more “wows” and virtual high-fives you’ll get. 5. PRENEGOTIATE hardwired internet separate from your attendee Wi-Fi. Streaming multiple breakout sessions at once combined with the necessity of Wi-Fi for in-person attendees can get expensive fast. Connect with our team, and we can consult with you on how to get more bang for less buck. Top 10 Critical Lessons Learned From Running A Large Hybrid Event

Robin interviewing one of the Sharks, Kevin O’Leary, at the 2021 Boot Camp Hybrid event, as seen on the Big Red Virtual Platform

6. ALWAYS have a SEPARATE platform training session for virtual sponsors. In this dedicated training, make sure you go over the specific times when they should be in their virtual booth, how badge scanning works, and how to better engage attendees. You’ll be surprised just how many opportunities sponsors will have in a well-run virtual booth! 7. SEPARATE instructions for in-person attendees and virtual attendees. To avoid confusion and also make your virtual attendees feel like they are an important part of your hybrid event, ensure all of your communication speaks only to them. 8. ALWAYS have specific booth hours for your virtual exhibitor hall and make sure booths are staffed. Be sure to carve out specific times for your virtual trade show to be open. Your exhibitors will be more engaged and alert, keeping your attendees happy and getting the best ROI for your sponsors! 9. LIMIT the tech to ONE platform. Multiple platforms invite multiple problems. More things can break, and there are more bills to pay. That’s why we have a mobile app tied to our virtual event platform. All administration is in one single place. 10. ALWAYS have a virtual component to your events moving forward or EXPECT to lose a lot of money and engagement. 2020 was a giant wake-up call! First, you never know what could shut down your in-person event. A riot. A gas leak. A hotel fire. Last year, ALL of us were caught flat-footed. But we should never let it happen again. People today want and expect a virtual component. Turning your in-person event into a hybrid event invites far more ticket sales and more sponsorship opportunities. Follow these 10 critical lessons, and your next hybrid event might just be your best event. n

www.BigRedMedia.com

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IT Channel Rock Star Profile

Why Jon Murchison And Blackpoint Cyber Partnered With Robin Robins To Grow FAST

O n Memorial Day, 2021, three organizations had their automated network defenses breached. Blackpoint Cyber’s 24x7 Threat Operations Center saved them from being mass-ransomed and having their >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

www.bigredmedia.com

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